AMERIQUEST SPLITS WITH ONLINE SHOP TRIBAL DDB

Interactive Ad Work Moves In-house; DDB Direct Relationship Remains Intact

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CHICAGO (AdAge.com) -- Ameriquest Mortgage is parting with its interactive agency, Tribal DDB of Los Angeles, part of Omnicom Group's DDB Worldwide, according to executives familiar with the matter.
Ameriquest is moving its digital advertising account in-house.

The size of the online ad account wasn't disclosed.

Day-to-day digital work
Ameriquest is moving the day-to-day digital work in-house, according to the executives.

The move, executives said, is driven by Ameriquest's recently hired chief marketing officer, Brian Woods, who was executive vice president and chief marketing officer at NetZero parent United Online.

Mr. Woods told AdAge.com he decided to bring the online assignment in-house because of his experience in the online sector. "I know this space very well," he said. "It was not a performance issue." Mr. Woods said Tribal DDB would continue with assignments on a project-basis.

Super Bowl ads
The shift doesn't affect Ameriquest's relationship with DDB Direct, Los Angeles, at least for now. DDB Direct produced well-regarded ads that ran on the Super Bowl.

Mr. Woods said he is pleased with the company's relationship with DDB, which includes creative, direct and media services.

A DDB spokeswoman referred questions to Ameriquest.

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